oscar clark, unity
TRANSCRIPT
THE PLAYER LIFECYCLE
GEODEMOGRAPHICS
Who is playing and how this affects their behaviour?
http://mappinglondon.co.uk/wp-content/uploads/2014/10/loac.png
BEHAVIOURAL
What Do Players Actually Do?
The Simpsons
OPERATIONAL DATA• Up-Time is as important as monetisation• Why Rate of change is different from
absolute numbers
OPERATIONAL DATA
What’s Happening To The Platform?
FUNNEL ANALYSIS
Can We Maximise Conversion/Minimise Churn?
CUSTOM EVENTS
How Can We Capture Meaningful Data?
CUSTOM SEGMENTS
How Can We Compare Relevant Experiences?
HEATMAPS
Where in the Game Do Events Happen?
MISSING DATA
What Can’t We Capture?
THE ARM FUNNELAcquisition
Retention
Monetization
VIRALITY
THE SERVICE FUNNEL
Discovery• Source A• Source B
Learning• Cohort A• Cohort B Engaging
• Cohort A• Cohort B
Converting• Cohort A• Cohort B
Repeat
VIRALITY
SOCIAL CAPITAL
THE PLAYER LIFECYCLED
ISCO
VERY
LEAR
NIN
G
STAG
EEN
GAG
ING
ST
AGE
POTE
NTI
AL T
OSU
PER-
ENG
AGE
REEN
GAG
EMEN
T ST
AGE
CHU
RNIN
G
STAG
E
DISCOVERY STAGEAre we converting players to download?
• Attribution• Source/Platform/Time• % Conversion To Download• % Ever Launch Game• Time From Launch To Play
THE PLAYER LIFECYCLED
ISCO
VERY
LEAR
NIN
G
STAG
EEN
GAG
ING
ST
AGE
POTE
NTI
AL T
OSU
PER-
ENG
AGE
REEN
GAG
EMEN
T ST
AGE
CHU
RNIN
G
STAG
E
LEARNING STAGEDo players understand how to play?
• Day 2 Retention• Frequency & Duration of Sessions • % Who Initiate Level 2• % Who Watch Video Ads• Last Position Played
THE PLAYER LIFECYCLED
ISCO
VERY
LEAR
NIN
G
STAG
EEN
GAG
ING
ST
AGE
POTE
NTI
AL T
OSU
PER-
ENG
AGE
REEN
GAG
EMEN
T ST
AGE
CHU
RNIN
G
STAG
E
ENGAGING STAGEAre players ready to Pay?
• Day 7 Retention• % Conversion To Pay• Frequency of Watching Video Ads• Deviation from Ave Success/Failure Ratio• First Conversion Point to Ad View or IAP
THE PLAYER LIFECYCLED
ISCO
VERY
LEAR
NIN
G
STAG
EEN
GAG
ING
ST
AGE
POTE
NTI
AL T
OSU
PER-
ENG
AGE
REEN
GAG
EMEN
T ST
AGE
CHU
RNIN
G
STAG
E
SUPER-ENGAGE?Are Players Ready To Get Serious?
• Day 15 Retention• % of Repeat IAP Purchase• Frequency & Changes in Types of
Purchase• Rate of Change Watching Video Ads• Level of Social Communication
THE PLAYER LIFECYCLED
ISCO
VERY
LEAR
NIN
G
STAG
EEN
GAG
ING
ST
AGE
POTE
NTI
AL T
OSU
PER-
ENG
AGE
REEN
GAG
EMEN
T ST
AGE
CHU
RNIN
G
STAG
E
REENGAGEMENT STAGEAre Players Ready To Churn?
• Change in Behaviour After Updates• Rate of Change in Purchase/Video Ad
Views• Rate of Change in Social Communication• Change in Ave Success/Failure Ratio• Rate of Change in Frequency of Sessions
THE PLAYER LIFECYCLED
ISCO
VERY
LEAR
NIN
G
STAG
EEN
GAG
ING
ST
AGE
POTE
NTI
AL T
OSU
PER-
ENG
AGE
REEN
GAG
EMEN
T ST
AGE
CHU
RNIN
G
STAG
E
CHURNING STAGEAre Players At The End of Their Lifecycle?
• Reduced Session Length• Increase Time Between Sessions• No Response to New Updates• Player Suddenly Stops Returning
USER FLOW ANALYSIS
Event Data Points Captured
GameMenuLaunch: AnonPlayerID; TimeIconLaunched
SessionLaunch:
TimeSessionLaunched; AnonPlayerID(s); SessionID;LevelIDSelected; OptionSelected
SessionStart: TimeSessionStarted; AnonPlayerID; SessionID;
ObjectiveSet TimeObjectiveSet; AnonPlayerID; SessionID; ObjectiveID;
EXAMPLE CUSTOM EVENTS
Event Data Points Captured
ObjectiveMet: TimeObjectiveMet; AnonPlayerID; SessionID; ObjectiveID; Score; Reward; XYZLocation
TargetHit: TimeTargetHit; AttackerID(AnonPlayerID?);SessionID; TargetID(AnonPlayerID?); Damage,XYZLocation
PlayerDeath: TimePlayerDeath; AnonPlayerID; SessionID; XYZLocation
LevelComplete: AnonPlayerID; SessionID; ObjectiveID; Score; Reward; XYZLocation
THE SERVICE FUNNEL
Discovery• Source A• Source B
Learning• Cohort A• Cohort B Engaging
• Cohort A• Cohort B
Converting• Cohort A• Cohort B
Repeat
VIRALITY
SOCIAL CAPITAL
Questions?Oscar Clark
[email protected]@Athanateus
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